Omnicom Media Group wins global Michelin account
By Abimbola Mohammed
Omnicom Media Group has been selected by Michelin tyre to be its global media agency, a business valued at $89.5 million.
The renowned tire manufacturer has consistently held the top spot as the world’s most valuable tyre brand for seven consecutive years, according to Brand Finance.
Prior to Omnicom media, Havas was the agency working on the global media account since 2017.
At the time of that appointment Michelin was spending an estimated annual $100 million on measured media globally.
According to COMvergence, the company spent approximately $120 million on media in 2023.
Michelin’s strong brand reputation is reflected in its Brand Strength Index (BSI) score of 85.6, the highest among tire brands. While its BSI score has slightly declined due to lower-than-expected revenue, Michelin excels in brand familiarity, recommendation, and price acceptance, particularly in its home market.
Michelin is a French multinational tyre manufacturing company based in Clermont-Ferrand in the Auvergne-Rhône-Alpes région of France. It is the second largest tyre manufacturer in the world behind Bridgestone and larger than both Goodyear and Continental.
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